Alpro is launching a multi-million-pound cross-channel campaign to mark the launch of its oat-based This Is Not M*lk.

The ‘M*lk Believe’ campaign is aimed at challenging perceptions around the taste of plant-based milk alternatives and attracting new customers to the category.

It comprises a TV advert playing on Channel 4 on Gogglebox and Channel 4 Breakfast, as well as YouTube and Amazon advertising.

There will also be a sampling campaign at high-footfall sites in London and Birmingham as well as Tesco and Sainsbury’s stores nationwide. A partnership with recipe box provider Hello Fresh will also see 40,000 samples distributed.

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Alpro will also use social media ambassadors on TikTok to produce bespoke content related to the campaign.

Anna Kochanska, head of marketing at Alpro UK & Ireland, said: “The launch of Alpro This is Not M*lk has provided us with an exciting opportunity to bring plant-based to a previously untapped audience, the 15 million households across the UK who have yet to be swept up in the plant-based revolution.”

“We know that taste is still a barrier that some consumers have not been able to overcome in order to give plant-based a go, despite the extensive range of alternatives already on the market. It’s with these customers in mind that we have worked so hard to create Alpro This is Not M*lk, with a taste that’s so familiar, we hope to inspire and delight consumers with the fact that This is Not M*lk – it’s M*lk Believe.”

This Is Not M*lk is currently available in Semi and Whole varieties, each at an RRP of £1.90.

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